Rapper J. Cole Talks Career and Working with Jay Z

8/20/2013 10:51AM

Jermaine Cole, also known as rapper J. Cole, talks to WSJ's Lee Hawkins about his journey from a Fayetteville, N.C. to the highest peak of New York City's music industry, and how the mentorship of Jay-Z has helped his rap career.

This transcript has been automatically generated and may not be 100% accurate.

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I have a one and my ... houses that say you ... know ... they will ... try to soak was it can never be ... adversary as is I'm still a competitor so since I was a refinancing of a missing last ten ... years ... some I they are really lived up to the inner meaning ... if those Jay-Z aren't in the same thing you know it was because my eye was the reason the schedule to come out we get this ... why oh ... why was June twenty Fifth ... Keat sweetie ... Joni Terang is a non bank ... I mean ... come on Monday so Jay-Z winded our goods ... it hasn't been easy the whole thing and you've been successful ... we also learning a lot about public life he made a statement about autism ... you ended up apologizing for the state ... I ... we are we're probably ... and you think that something that will affect your brain going for ... well what happen was up another song ... didn't think twice about my wrappers ... which I would be so clever where were way ... and as we know of anything on being clever and ... Daschle was immediately but if you we say that this ok ma start a scene ... like activity comments from my ... outweighs fares discoveries people about the alarm was meaning things was my Tullman site only real loud what I said yes and it's only got embarrassed about it ... so in a deal with the will ... of the area since it ... letter ... I don't think it's really a mundane Avalide you can tweak our La Paz s this line in Asan up but I don't sew ... our own apology for that ... which was well received and that ... in terms of affecting the brown okay so I'm on ... I think people my brain is heartfelt people noted on your essay ... and they considered the apology was sincere was in on ... the was unlike the gas inside the endorsement and was worried about who's in it ... or you know Sam is getting ... a could actually do little more ... I was By Justin and apologize for that kind campus out when I see Bromwich says intuit ... I think if you want Santa my mom when is ... this the Cedars are so ... what did he learn from this year ... about this the business of being in the public eye ... be careful ... because we're in the business ... in a position and ... and where ... they'll like ... you slip up ... they will migrate you know me like this is the biggest has a preview ... for me was this a preview of it ... not an easy you have to be very careful with which to movements ... could you of your brand in ... as fast as it comes to can go to make the wrong move ... Eileen ask everyone how long it'd take you become an overnight success because success generally does not come overnight rival people believe it does live after you did that that verse on the blueprint ... now ... he did a lot of touring rank ... so take the step by step to what you did for the people who don't know the route that so ... loud I gotta go but a point ... which was a story in itself on how I got to do his hair from talk about them but ahead of the of ... I was on Jay Z's album blueprint ... the ... I ... the the ... you'll ever ... make ... until now came out like a checklist drought ... an OS are like the rest of the word that May ... Arts now so that happen ... on an ominous studio ... and it's a snow so when we open up ... the first or experiences on so was easy to open up the show ... that's the opening up my ... literally is fifteen people ... in the marina or maybe thirty people this night may be on tonight as a conscience twenty people ... and I'm on stage at the show started eight ... of those phases seven fifteen last about seven fifty eight my belt that was me Overton of the show ... so it's all me ... I'm not as a performer because I have some fun of ... forty people in a rain ... you really ... do want this isn't this like ten thousand in whatever cases ... and that special moment nice night was ... series allows really on and so ... was because enjoyed his set out will come out and deliver ... on his out ... while commodity at the numbers in s thirty seven seconds ... Malcolm IV into my thirty seven second verse ... and feel what is IDB's Daisy for few minutes ... and you get off the stage ... the the the ... the ... the the the the toys that have performed well with the ... after that ... cost are to come from cottages ahead Israel on the ground was so ... Cusick I Liz who ... led the presidents of organizations that you know you've been wondering this morning so that the the first solo source for years was gorgeous ... Kyle is at the con is that the Commons ... for you know of my teenage years ... mom also adore COO of ... four hundred thousand people the news ... is is is a slow growth in before you know it ... had been out on a roll ... three straight years I have never ... never actually got off the roll it felt like this this singles who didn't work out ... didn't ... do state actor ... only a game ... okay oh we're getting a first in investors' are me and like in the beginning right right with the new ended up selling ... over two hundred thousand copies and her sweet with you how ... was that a testament to the fact that you get so much work on the road on business I did ... you build ... standby and right absolutely so ... the oval that was the first thing that ever put out it didn't conduct a review of his aggressive Moses of real rap song the rapidly ... the the the the the ay ... ay ... ay ay ay with all the ... time ... my ... the March ... release an album finally got a release date from the label ... of some ironies that out ... release them I'm in heaven of ... us on those connecting the radio workout was out ... and it initially was two times platinum ... it was outbid it was nowhere on the charts it wasn't connecting it ... so when I did those numbers two and twenty seven thousand two hundred and seventy thousand ... nobody expected that the lighting industry state I'm in awe of those numbers ... aam ... and what that was ... was as a result of ... consecutive non stop soaring and also ... accommodation the release of three projects was an early albums ... so you you take these mixtapes ... these classic mixtapes ... nice to not score and ... you develop a real fan base ... the music business ... didn't know at the industry didn't know that director label didn't know even though the scene ... fifteen other people doing some level forty s steel head out to get in on the standard because fifty ... heheh in the club was to use it I mean have ... I ... they soon lost interest ... we saw an artist ... between the guards and studio when we feel he has a song is ready ... or he convinces us that this this song is the one ... we put this on how ... to come next week and we stayed we put him out we see what happens ... at the if you didn't have a sauna connected a radio ... and in the music into record label ... hell why would you put out now ... they didn't see ... that ... when I go to the souls in this a thousand kids outside ... ongoing born in Toronto and I'm so and has four thousand cues ... into I know I'm a I lay ... in its ... three thousand BOC that ... you know they they couldn't and the baby milk action is needed to sales ... so ... will we live is a real solid fan base ... is way more important ... than ... oh I'll wreck your radio in the club because you have rap is right now ... with the the Swiss businesses with me but the way how to make a getaway what's on to me on the radio the alway most awesome in the club are going to call up ... well I ... when I wanna cut my him update I only plants onto them in the cloud and I ... will have a lot of ... club reckons then moved close ... when I go in a club and I hear a million songs from this revenue source never ever ... never effort can sail directors asset because ... he's not connecting ... to the people the way I he is on the radio in his ... twenty one a party ... but in terms of tall and tons of saying that these is going to affect the last ... in terms of emotional connection ... so they don't have that so ... best known best when it settles ... post firstly sales in the first was tamed and say it again ... and to hear you talk you can hear the analysis ... the methodology the process I ... he went to Tao ... Dessauer he graduated Magna money Apple comes in ... from St John's University ... that's something that's Beery reader ... that you don't hear ... about from with a lot of rappers don't talk about it and I did that help you get education help you become a rat ... I think so I think gong ... I'm a communications major ... and that's that ... to the PR class was was ... was ... I have about publicist scene but ... they're not the ones that ... wrote the letter even so we do before I them ... I was on or before the PR team even call me because I reckon as a hey this is ... this is something that I need to address right now ... as I was like umm Pepsi ... and I realize that ... you ... know one of my employees made a mistake and I need to process was that was wrong ... when I was another wrong messes as a company ... that I don't care about that ... so ... the school sodomy ... the saga with school and says it is important to address the ... an adjusted sincerely ... like I knew how to address it ... because of ... them for my education so that we get example Appleby ... and in ... in on down to another rebel might be equipped with that but ... in general is is gave me another life experience ... for use of a life experience ... that ... the Rev is no hat ... and is so again my perspective is unique in it's as upbeat as it ... because Collins forces you ... to show that you can start and finish ... and to set a goal the storm so ... so that's a great point will remain was owed is because I'm ... on the smart city I left town ... I went to another place that unknowingly body I make is from auto ... and develop relationships and I learned so much more non grueling and more experiences over here ... better Muni ... to me and once the kids out there that are in school went to school ... that ... average rap story that we know about ... came from the headstones of ... it was as I respect oh story to be some offerings to is that these are their stories but ... I'm bring us up the nose ... and is not likely weigh in on the ... story DVD from a marketing standpoint you think you would of been easier if you had sold doves in the streets the sorrow and that was potty or narrative ... is that are more respected than graduating so Agnico must go ... so and and ... not so much says and not to like the new ... generation allied Young says ... economy but there's an appeal by Scarface is is not accuse favor movie for a reason ... is an appeal about their age and so I know ... I was in St ... not so good as an appealing about that so ... when you have that story ... and Israel not to make ... you can mix that with a real skillful way to tell it ... of course that would been waiting for me to have my revenue Billy ... mob production ability ... and have a story like that ... but North Carolina is not a place known for producing a lot of rappers say Geez you me ... that ... the judge me that you know what I go to school ... in New York ... at can also held my breath ... for so might be easier to make it ... for show that's only because ... this is before this mayonnaise and gave it a major from wherever rate ... as always you have a computer ... some great music like ... you can find people ... had been in an age when this is old story one out decided ... to go school so than in any one of the war on the planet so ... how was I got on the mill from a ... for sale in local on the light is and can happen nobody's looking ... what is coming ... in the nearby WhatsApp Aliya was almost continuous eat at will ... nobody's coming area did ... not mean gold ... to wear a sale going on in the wrappers from people will start from New York have been in bands I mean if you are ... if you are born in New York is your point of view from the broth ... if you're from Queens ... you can say I'm from Queen and all over the United States you have credit ... it's different then for baby ... Ryanair's manifesto and Wayne at the bet is that part of the reason why wrappers ... from other parts of the nation can have a chip on their shoulder about your ... up ... yes ... yes absolutely new York is the most oil ... in an e I gotta lotta my first on the says ... McCain is a good man is that it had to divest up dancing for granted ... I'm talking to ... third the duo's in New York who don't even know I see in our midst of our miss out on time in New York ... in this ... country came from KL Ayman al Anglo Weimin aam and NTI nonstop put them on the Eugene Kane on time so we've ended this this time it Killen the South like ... every buy was up in New York is taking on a sub because ... they're running the game ... and only one in its arguing is of ... a debt you gotta do is in the know one of the wrappers in a heart ... thumping among my life will you even know you know an opportunity ... this is our came up if there's opportunities to sit around ... and that all is opportunity ... has value in use on it and it would be that you could win the South around you couldn't ... get their with their latest battle is not necessarily ... like the ... right right right now to allow more ... time away I got into your head and employees Kosovo style muffin rapper was ... was East Coast ... bases rapidly dance that you have read ... when Siad Barre hardly any East Coast well ... in the state this year from North Carolina ... they're about two hundred and thirty thousand black males in ... enrolled in high school in two thousand ... only fifty eight percent and graduated from high school compared to seventy one percent ... white males do you think that you ... are uniquely positioned to speak ... to these kids ... so many of them that wannabe rappers in that's part of the reason they haven't ... got the stuff together in school because their focus disproportionately on their journey ... and not enough on school so I think that our quarter below par to read and know that you're someone that can help SDLP Absorica and you can do all is not an either or thing or a zero sum game app so that's what I wanted do not own one of the will ... I was walking on a father's reinvests underwater view presents else might imagine something but ... I'm not interested ... in selling ... don't make is how to be read ... I'm not interested in having one among goals is ... showing them ... everytime I speak to them and I have a foundation that owns reveal Foundation ... every Zuma's PCs Quezon one is sold them ... it isn't ... the only one of the rappers ... the contest on a notice on Macy's J Cole Jay-Z Jerry ... RAC is that all of a deal on the left of them as well as best as the only real role models we have we must Islanders ... wanted ... Cha to find a way to sell them and know we ... you could be a journalist never though about ... writing the stories that ... that's going to be it'll be an author ... of the one taking pictures like you've never ... Sony's Cazenove and the nice postal real camera real What photography really is so out ... of course the on on the wrappers in as well as the song didn't really get exposed to ... any situation I want to sell them right now is the ... time of the things you can be ... justices you be the biggest ... pain are a lot I mean ... Seattle whoever ... the nominee of the show them that is of ... as so many of the pageant and be beside the wrapper ... of a thousand as well to a song that gets in them don't bull ... moose and one ... on a school ... first and foremost and pick this up into the passion about uninterrupted night of my answer that you just sign to his label the first act signed to Roc Nation where'd you get a lot of access and mentorship Jay-Z ideal ... or do I get as much of that ... as I mean you know I mean like ... cannot do needed are usually in Allentown ... lights and I really get ... in our way back and did I get a device be seen again ... top to bottom I would say I does ... he seem ... a little more about ten thousand dollars an hour by the way if you were paying him as the consulting Zachary ... but he sees only a few common goal like ... you and I still felt so alive was plan assaults he seemed calm ... get out ... be on top of the world and they see no naps and then the next guy comes and takes their place ... in the media I ... in any start to fall off ... and in so my cousin says it's tasty seen them all he still is still on top ... sodium out of it ... of wisdom and knowledge that he has ... because of these are mostly seen this movie a time he can also mean I go ... if you do is ... is this for my meal was such a Sunday this ... United so I will iOS ... should seize it ... over analyze and at times ... but I'm I'm I'm really ... glad things and he's the same way ... as I like to get away from them ... but you know one thing that stands out is that you ... are in that loves ... you only read twenty ... Jay-Z ... father his accomplice he's he's got a white thing today ... so ... op forty four years old in December ... so what ... happens if you disagree with him something has to wait man just a minute ... or is he that relevant emails with a sixteen yard ... it may not have the disagreement they of course the growing up in disagree about is his opinion and out to his opinion a process that ... I get a box of opinions on the way ... his is one of the model more waiting to see open to suggestions that the letter bomb raises gain his suggestions like to know if if I'm working on Alan's ... doing to us to do with the same if I don't agree with that spotlight he's giving his ability can you give me with emails to offer me advice ... so he's not man if I don't think it was the school ... really okay ... what about the does he give you access to his circle I mean we think about your opportunity ... in the ... things that you could do ... your potential ... is so we normally is ... with your background and everything ... that you've accomplished so far ... so ... if he gave you access to people like William Wesley ... out cool way says you know more about Brian James or Warren Buffett ... out when you meet those people you also get ... you to get advice from them you when you get to see them do you mean them as part of the most ... for us to ... move on yet ... what you learn from me what is that like to learn from and what have you here ... although just from observing ... man ... it's a marathon ... her win this thing isn't wrong distance race ... this business ... is no longer sustain you wanna be relevant or be around ... you wanna be ... providing for your family ten fifteen twenty years from now uses a dud the forty four ... he put out for Sally's twenty five ... costs for the ISM relevancy are in life ... poses ... so that so it's easily be around always gets ... even Uncle Wes like ... bananas so um ... a while ... the nominees been around a game of as well for a long time is is ... is longevity is not so Mommy this is is ... weather was single ... this so and SOS the store ... Saginaw News feature to take this money ... to do this all ... what should I ... make my decisions more Jack elated about is is something that's on the rally like this is further my career but is this ... you know I ... I think about these in that in that manner ... but is this do for me in on ... in in rock music you have allowed people ... to become stars in AZ on nineteen for the mind ... I just came ... when Imran ... it's different ... because aspiration ... to a lot of people would just say ... on China to go faster or ... do you wanna make the bottom line ... I'm going with a lot of money but ... but that's only far ... safety purposes like ... I'll have one less the money and I whenever I see no need to have a love of my bag yet people I know these people ... in order my friends ... and they also represent know they love money it takes fifteen one ... in the school so his ... estimates some the most successful businessman ... I don't love money like I love ... the comfort in the saving ability to retire my mom unlike if there's a problem on Brotherhood ... of the Father has a prom I like that feeling of being able to provide the best thing I do love the money so when you got your first DHA write whenever that was or whatever they're doing right for you to sit in coming posts do you remember that day ... passion will ... it ... take a tougher was garbage ... Mr noted that he had just taken a further write downs on the go ahead ... you have a county with ... out to pizza dough for lawyers office didn't have abated now I'm married have a cellphone I was still borrowers to myself oh ... I was using a borrowed cell phone someone always and disposal ... Folau ... you ... as is use to get his X'mas and used six am ... video room loses median only site I do now Stovall ... said that it ... from the lawyers office ... to just like Citibank on where whatever they knew was the man ... known to cite ... des Callin accountant ... said to check on the table ... anyone can detect lag ... you'd think disposable even some young black kids reason is you know ... some ex ex thousand nodded said ... you know how much I was news site hadn't really go to a whole ... process ... start a bank account the groom me ask you some questions about life ... was going on and explain the might yet discover today only to open a bank account ... and he had just deposited ... write a mean well you can value boys ... many now ... and with J Cole on Lee Hawkins will see next ... Ch ...